Following our participation in the first World Biodiversity Forum in Davos, Switzerland, we provide a summary of the main themes of the conference, as well as an overview of the session that was focused on soil biodiversity. One of the main themes of the conference was the valuation of biodiversity and what contributes to the value of biodiversity. In this article we explore whether we should move away from the notion that we can only 'sell' soil biodiversity based on the function and services it provides, and rather shift towards valuing soil biodiversity based on its intrinsic value and our relationship with it.